Fisher-Price is master toy licensee for Bing

Published on: 27th March 2014

Fisher-Price has been appointed as the master toy licensee for new pre-school property Bing by Acamar Films.

The multi-year partnership, brokered by The Licensing Company on behalf of Acamar, will see Fisher-Price develop pre-school toys, infant toys and baby gear launching Autumn/Winter 2015. Products will include playsets, figurines, role-play, ride-ons, musical toys, wooden toys and soft toys.

Geoff Walker, EVP global Fisher-Price brands, said: “We’re thrilled to be a part of this exciting new property. When pre-schoolers tune into the Bing series, they’ll instinctively want to expand these adventures through play. Our clever toy interpretations of key property elements will give them a great opportunity to create their own magical Bing Bunny adventures at home.”

Mikael Shields, Bing’s producer and CEO of Acamar Films, added: “We’ve all wanted to work with Fisher-Price on Bing for a very long time indeed. It’s so gratifying to now be working with their expert team alongside our colleagues at Brown Bag Films, Tandem Films, Harper Collins and TLC. I’m absolutely delighted to be able to announce this new global partnership.”

Bing’s television adaptation is based on the books by award-winning author and illustrator Ted Dewan. The 78×7’ series has been developed by Acamar in partnership with both Irish animation studio Brown Bag Films and award-winning Tandem Films. Acamar is launching debut episodes of Bing at MIPTV and broadcasters are already coming on board the new CBeebies-commissioned show which is making its broadcast premier this Summer. Acamar and TLC are developing a global publishing, brand licensing and digital campaign for Bing with several market-leading partners already on board. Acamar and TLC have already appointed Harper Collins to produce a major multi-format TV tie-in programme for Bing as well as to re-issue the entire series of Ted Dewan’s original classic Bing books.

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